Why Facebook Reactions are good news for evaluating social media campaigns

Abstract

Evaluating any aspect of a marketing communications campaign is challenging, especially when the campaign includes social media. In the past, social media and paid social activity such as Facebook have been measured with metrics such as clicks, impressions, likes, comments and fans. Although these measurements provide an insight into the numbers of viewers exposed to content and some indication of how well the content is 'liked', they are less efficient at providing an understanding about how consumers engage with the content. The trial of Facebook Reactions provides an opportunity for marketers to measure such emotional engagement.